Visit Knoxville

Situation

Visit Knoxville wanted to tap into its drive market audiences, specifically couples travel (no children) audience and family / multigenerational travel audience. With a heavy emphasis on social media, especially visual channels like Instagram and Facebook, they wanted to show — not tell — how many unique offerings Knoxville had to offer potential travelers. From the emerging food and beverage scene to the many outdoor recreational activities, the passion of the city is bound to leave travelers wishing for just one more phenomenal experience — you just have to visit to have the experience.

Objectives

Increase Brand Awareness

Increase Travel Intent

Increase Click-Through Rates to Visit Knoxville's Website

Tap into Influencers in Visit Knoxville's Drive Market Audiences

Partner with Influencers with a Strong Photography focus to Help the Campaign's Visual Elements Stand Out

Engage with Fans on Instagram's Stories to Promote the Visit Knoxville Experience

Results

We partnered with two influencers with a strong audience in Knoxville's target markets areas. Both influencers were able to passionately convey why travelers needed to plan a trip to Knoxville. That passion was shared through beautiful imagery and stunning blog posts on their channels. In all, six blog posts were created — two each on each Influencer's blogs — generating over 100K social media engagements.

Amplified the Messaging on Travel Mindset's Social Channels

35M Social Media Impressions

Over 125K Pageviews of the Blog Content

210 Social Media Mentions with Brand Lift of 15%

100K Social Media Engagements (likes, comments, shares, views)

Marketing media samples

Hear from our clients

“Through all the years we have worked with Travel Mindset, they have been terrific to work with from start to finish . They bring great, strategic ideas and provide clear and detailed communication every step of the way. We enjoy working with them in partnership and seeing how they've evolved and how can evolve together.”–Emily Baine, Media Supervisor, BCF Agency